Health Communication Theories

Health communication is a relatively young, vibrant, and interdisciplinary applied subfield of communication studies that examines the powerful roles performed by human and mediated communication in the delivery of health care and the promotion of individual and public health. Health communication is a very broad and complex field of study that draws from the research and theory of just about every other area of communication research, including intrapersonal communication, interpersonal communication, group communication, organizational communication, media studies, public relations, intercultural communication, rhetorical studies, and new information technologies. Not surprisingly, health communication scholars apply a wide range of different theories, models, and research methods from these different areas of communication inquiry to examine health communication phenomena. They also adopt theories and methods that derive from many other related disciplines, such as psychology, sociology, anthropology, public health, medicine, nursing, health education, epidemiology, and social work. There are a growing number of dedicated health communication theories that guide current health communication research and applications that will be reviewed here.

Health communication research investigates the ways health care providers, consumers, and many relevant others (such as health care administrators, health care suppliers, health system regulators, insurance company representatives, family members, legislators, and researchers) use communication, both in person and through mediated channels, to coordinate the efforts of many different people in promoting health and delivering health care. Health communication scholars also examine the many different ways communication strategies can be used to disseminate relevant health information to key audiences. This is particularly evident in the development, implementation, and evaluation of strategically designed persuasive communication campaigns for health education and promotion. Health communication scholars study the important ways that communication can be used to alert key publics about relevant and dangerous health risks and coordinate prevention and response to public health emergencies. Health communication scholars also examine the many different ways news, entertainment, and social media channels, including new computerized information technologies (e-health), influence health care and health promotion. Health communication inquiry will be [Page 465]examined here from four different interrelated perspectives: (1) health communication and the delivery of health care, (2) health communication and the promotion of health, (3) health and risk communication, and (4) health communication and new information technologies (e-health).